Mamata Sampath

Brief Book Summary

Mamata Sampath

Malcolm Gladwell

• Malcolm Gladwell is a British-born Canadian journalist, author, and pop sociologist, based in New York City. • He has been a staff writer for The New Yorker since 1996. • He is best known for his books :• The Tipping Point • Blink• Outliers• What the Dog Saw: And Other Adventures

Mamata Sampath

The Tipping Point

• The Tipping Point is that dramatic moment when little causes drive the unexpected to become expected and propel the idea of radical change to certain acceptance.

Mamata Sampath

The Tipping Point

The Tipping Point = Epidemics

• Sticky ideas/messages/productions

• Contagious agents to spread the message

Mamata Sampath

Rules Of Epidemics

• The Law of the Few: A tiny percentage of people do the majority of the work to build momentum

• The Stickiness Factor: Stickiness means that a message makes an impact – it’s memorable

• The Power of Context: Human beings are a lot more sensitive to their environment than they seem

Mamata Sampath

The Law of the Few:

The Connectors Mavens Salesman

Mamata Sampath

Connectors, Mavens and Salesman

• Connectors: People with a special gift for bringing the people together . Proximity overpowers similarity; we associate with those who occupy the same spaces we do . The acquaintance /“weak tie” – is a friendly but casual social connection.

• Mavens: Information specialists or “Market Mavens” Often pay close attention to price/quality differences in products. Mavens are databanks – they provide the message.

• Salesmen: Those with the skills to persuade us when we are unconvinced of what we are hearing .On some level, salesmen cannot be resisted.

Mamata Sampath

The Stickiness Factor

• The Stickiness Factor: This refers to a unique quality that compels the phenomenon to “stick” in the minds of the public and influence their future behavior.

“Often counterintuitive, or contradictory to the prevailing conventional wisdom”

Mamata Sampath

The Power of Context

• Trends - “tip” into mass popularity due to the Power of Context.

The Broken Window Theory :

Mamata Sampath

The Power of Context- The Magic Number One Hundred and Fifty • In order for a trend to tip into massive popularity, large numbers of

people need to embrace it. However, Gladwell points out that groups of certain sizes and certain types can often be uniquely conducive to achieving the tipping point.

• Groups of less than 150 members usually display a level of intimacy, interdependency, and efficiency. Ex: Reading habits, Social Media, etc.

Mamata Sampath

The Case Study

• Associate the factors and variables that influence the public’s

perception of "coolness.“ / of their self

• Ex: L'Oreal

Mamata Sampath

Focus, Test, Believe !

“band-aid” approach : A solution that treats symptoms, rather than underlying problems. A low-key approach that can, over time, build to a tipping point of massive popularity and influence.

Mamata Sampath

New Concepts:

“Band-aid” approach

Broken windows

Power of few

Charismatic People Theory

Favoritism

Mamata Sampath

Brief Take Away

• Tipping points are a reaffirmation of the potential for change and the power of intelligent action.

• We are powerfully influenced by our surroundings, our immediate context, and the personalities of those around us.

• There is a great deal of the feeling of hopelessness around us, but we can greatly improve that by manipulating the size of the group whereby we can drastically improve their receptivity.

• By tinkering with the presentation of information we can significantly improve its stickiness and remembrance.

• Simply by finding and reaching those few special people who hold so much social power we can shape the course of social epidemics.

Mamata Sampath

Thank You